Agenda Setting Theory. Summary

order of pipeline conniption Theory I. The original schedule not what to imagine, exclusively what to think close. A. Maxwell McCombs and Donald Shaw love Watergate (American political scandal 1970s. It ended in President Nixon resigning from office) as a undefiled example of the agenda- hardenedting character of the mass media. B. They gestate that the mass media cook the ability to change over the saliency (importance) of items on their news agendas to the field of study agenda. II. A speculation whose time had come. A. Agenda- orbit system contrasted with the prevailing selective exposure surmise, reaffirming the index finger of the press while maintaining individual freedom.Agenda-setting theory set to prove that we dont have as much keep over our beliefs as we would like to think. (selective exposure says plurality know what they atomic number 18 aro drill in, and what they believe/find of import. They choose to chance on themselves to media sources t hat provide them with information that tintes their interests and confirms their existing beliefs) B. The hypothesis predicts a cause-and- issuing birth surrounded by media satiate and voter perception, particularly a match between the medias agenda and the earthly concerns agenda later on. causative relationships atomic number 18 different than correlational relationships place how the findings change between studies). III. Media agenda and general agenda a close match. A. In their groundbreaking study, McCombs and Shaw first measured the media agenda. B. They realized the position and length of story as the primary criteria of prominence (i. e. where it was in account front page and how long of an bind it was more writing equals more important (discourse makes meaning)) C. The remaining stories were divided into five study issues and ranked in order of importance. D.Rankings provided by uncommitted voters (uncommitted = undecided these are mountain who have not made up their minds yet) matched closely with the medias agenda. IV. What causes what? A. McCombs and Shaw believe that the hypothesized agenda-setting function of the media causes the correlation between the media and public ordinance of priorities. B. However, correlation does not prove causation. 1. A true test of the agenda-setting function mustiness show that public priorities lag stinker the media agenda. (this would prove that one comes before some other and is the cause of the other) 2.McCombs and three other researchers demo a time lag between media coverage and the public agenda during the 1976 presidential campaign. C. To examine whether the media agenda and the public agenda might just reflect flow rate events (reality), Ray Funkhouser documented a smirch in which there was a inviolable relationship between media and public agendas. The parallel agendas did not merely mirror reality, that Funkhouser failed to establish a chain of define from the media to the p ublic. (this was the Vietnam War example) D.Shanto Iyengar, Mark Peters, and Donald Kinders observational study confirmed a cause-and- return relationship between the medias agenda and the publics agenda. V. Who sets the agenda for the agenda setters? A. just somewhat(predicate) scholars target major news editors or gatekeepers. B. Others point to politicians and their spin-doctors. C. Current thinking focuses on public relations professionals. D. Interest aggregations are becoming extremely important. VI. Who is most stirred by the media agenda? A. Those susceptible have a heights need for druthers or index of curiosity. B.Need for orientation arises from high relevance and uncertainty. VII. Framing assignring the salience of set aparts. A. passim the last decade, McCombs has emphasized that the media influence the focal point we think. B. This process is called chassis. 1. A media frame is the key organizing idea for news essence that supplies a context and suggest s what the issue is through the use of selection, emphasis, exclusion, and elaboration. 2. This definition suggests that media not only set an agenda but overly modify the salience of particular attributes to issues, events, or candidates. C. at that place are two levels of agenda setting. . The transfer of salience of an attitude object in the mass medias pictures of the world to a prominent place among the pictures in our heads. (what to think about) 2. The transfer of salience of a clump of attributes the media associate with an attitude object to the specific features of the image in our minds. (how to think about it) VIII. Not just what to think about, but how to think about it. A. Two national election studies suggest that framing work by altering pictures in the minds of people and, through the realizeion of an agenda with a cluster of related attributes, creating a crystal clear image.B. Salma Ghanems study of Texans tracked the instant level of agenda setting and s uggested that attribute frames have a compelling effect on the public. C. Framing is inevitable. D. McCombs and Shaw now allot that the media whitethorn not only order us what to think about, they also may tell us who and what to think about it, and possibly even what to do about it. IX. Beyond opinion the behavioral effect of the medias agenda. A. Some findings suggest that media priorities bear on peoples behavior. B. Nowhere is the behavioral effect of the media agenda more apparent than in the business of professional sports. C.McCombs claims Agenda setting the theory can also be agenda setting the business plan. D. Will new media continue to come about focus, opinions, and behavior? 1. The power of agenda setting that McCombs and Shaw describe may be on the wane. 2. The media may not have as much power to transfer the salience of issues or attributes as it does now as a result of users expanded content choices and control over exposure. X. Critique are the effects to a fault limited, the scope too wide? A. McCombs has considered agenda setting a theory of limited media effects. B. Framing reopens the opening night of a powerful effects model.C. Gerald Kosicki questions whether framing is relevant to agenda-setting research. 1. McCombs restricted definition of framing doesnt address the mood of emotional connotations of a media story or presentational factors. 2. Although it has a straightforward definition in spite of appearance agenda-setting theory, the popularity of framing as a construct in media studies has led to diverse and perhaps contradictory uses of the term. D. Agenda-setting research shows that print and dispel news prioritize issues. E. Agenda-setting theory reminds us that the news is stories that require interpretation.